Mengniu has been associated with Yili since its product promotion. From Mengniu's advertisements and brochures, we can understand that Mengniu's brand positioning is a comparative positioning strategy. For example, Mengniu's first advertising brand reads "Be the second brand in Inner Mongolia"; The brochure shines with the words "Senecio comes from Yili Group and Mengniu Dairy" ... We cheer for Inner Mongolia "; On the packaging of ice cream, Mengniu printed the words "Strive for national industry and learn from Yili", which is consistent with the positioning strategy of Avis Taxi Company "We are the second child, so we should make persistent efforts". Mengniu took advantage of Yili's popularity, invisibly played the brand of Mengniu, and improved the brand's popularity. Moreover, Mengniu's humble attitude and broad mind make people respect and trust and gain a good reputation.

Mengniu believes that a brand is not just a product problem, but a regional problem, and Inner Mongolia is a big brand. Therefore, Mengniu did not focus on its own growth, but was far-sighted. According to the situation that the amount of milk per capita in Hohhot ranks first in China and the growth rate of milk ranks first in China, the initiative of "building our brand-Hohhot, the capital of China" was put forward. Since September 2000, Mengniu has invested 1 10,000 yuan and put in more than 300 light box advertisements. The positive theme of the advertisement is "Come on for Inner Mongolia", and the book reads: "Senecio has established Yili Group, Xingfa Group and Mengniu Dairy; The Pearl beyond the Great Wall shines on Ningcheng Group and Shi Qi Group; The majestic Mongolian king of Hetao; The Ordos Plateau is unique ... We applaud Inner Mongolia and let Inner Mongolia take off. " The theme on the back is "We have the same brand-Hohhot, the milk capital of China". Mengniu put itself together with some well-known enterprises in Inner Mongolia and put forward the idea of building China into a milk capital, which is consistent with the idea of "advanced club strategy". In fact, Mengniu was inferior to these famous brands in history, status and scale at that time. However, Mengniu put itself together with them, making consumers feel that Mengniu is also a famous brand like them. Moreover, the broad vision and noble sentiments of "building China into a milk capital" and "cheering for Inner Mongolia" reflect Mengniu's broad mind and accumulate huge intangible assets for Inner Mongolia, which will not only lead to opposition, but also improve people's goodwill towards Mengniu and enhance its brand reputation.

Reflections on Mengniu's application of comparative positioning strategy

Mengniu's comparative positioning strategy is very successful. Through the success of Mengniu, we can reflect three levels of thinking.

Idea 1: Positioning strategy is conducive to the rapid growth of the brand and more suitable for the initial stage of brand growth. Mengniu realized that most dairy enterprises in China use world-class equipment, with similar production level and homogeneous products. Facing the huge potential market and fierce competition with foreign enterprises after China's entry into WTO, it is imperative to do a good job in brand building. Therefore, for Mengniu who wants to create a famous brand, it is appropriate to use this strategy in the early stage of entrepreneurship, and to enhance the influence of its brand through Yili's fame. But when the brand develops to a certain extent, it is generally not suitable for reuse. Mengniu's brand strategy is "three steps": the first step is to be "Inner Mengniu"; The second step is to be a "China cow"; The third step is to be a "world cow". Obviously, Mengniu should not adopt the same strategy after taking the first step.

Thinking 2: By comparing and positioning, it helps to avoid being attacked and failed. Mengniu's positioning strategy is to protect itself to some extent. When Mengniu first started the market, it was only130 thousand yuan, which was very weak in front of Yili and Grassland Xingfa, two major capital predators. From the perspective of competition, it is entirely possible for Xingfa and Yili to jointly kill Mengniu. Even if Yili only stomps her feet, Mengniu may stagger. In fact, Mengniu's milk truck has been stopped. Mengniu was named Yili and Xingfa, and advertised for itself for free. It was very wise to strengthen itself and avoid both losses. Mengniu has a slogan: promote the whole people to drink milk, but you don't have to drink Mengniu milk, just drink milk. Mengniu understands that only by expanding the market of this industry can everyone have food. Yili and Xingfa saw Mengniu so generous, not only for themselves, but also for others. How could they have the heart to "kill" it If Mengniu only cares about its own advertising bombing, it is entirely possible to encounter more difficulties and even heavy losses.

Thinking 3: The positioning strategy is not really modest, but reflects the real style. Mengniu puts "learning from Yili" and "striving to be the second brand of Inner Mongolia dairy industry" on product packaging, giving people a modest impression. This is not a simple marketing strategy, but a "perceptual thing" of Mengniu founder Niu Gensheng. Niu Gensheng worked in Yili 16 years. From a small worker who brushes bottles to the position of vice president of Yili, it is entirely the result of Yili's single-handedly training. When talking about Zheng Junhuai, president of Yili, Niu Gensheng always called him "the leader". Niu Gensheng was filled with tears of gratitude. No matter what grievances Niu Gensheng and Zheng Junhuai have, he is grateful to Zheng Junhuai and Yili. In Niu Gensheng's view, Yili is still an example of Mengniu and should learn from Mengniu. In fact, from the actual situation of Mengniu, it should be the same. As Niu Gensheng himself said: "Mengniu wants to compete with Yili? We are not worthy! " Therefore, Mengniu is realistic and true, and Mengniu's comparative positioning strategy is not completely modest.